Google & MTV Networks Streaming Content Pilot

Aug 21, 2006 - 3:54 pm 0 by
Filed Under Google AdSense

mtv-google-video-ad.jpgEarlier this month, Google announced that they will be working with MTV to place "Viacom video clips (MTV and other clips) on web site owner pages." Well, I got my hands on more exclusive details on that program. Google has hand selected 150 AdSense publishers to test out the pilot. The image on the right is a static image of a portion of a video ad from MTV & Google. You can clearly see the top link goes to and the bottom link goes to the All Eyes On: Christina 1 video posted by at Google Video. You can see it live at

Here is a snippet of the document they sent some of these publishers.

Google's Streaming Video Content + Ads enables website publishers to display streaming video ads and video content from MTV Networks on their own sites. Partners will receive the video and streaming video ads as a JavaScript object that will embed a Flash player on their site. Google manages all the hosting and streaming of video. This document will help you implement the JavaScript code required to request and display Google's Streaming Video Content + Ads.

So I guess these ads will require 3rd party downloads of Macromedia Flash?

The code that generates the video ads looks like:

<script type="text/javascript" src=""> </script>

What can you see in these ads?

For the initial test, we will be using channels of video content provided by MTV Networks, such as from their Comedy Central, MTV, MTV2, The N, and Nickelodeon channels. The video content is mostly short-form clips of up to a few minutes in length.

The reporting will be available for these publishers in the "referrals" section of their AdSense accounts.

Full FAQ posted below.What is this? Google is running an experiment with syndicated video supported by ads, to help publishers and video content owners better monetize their properties. Premium video owners provide Google with their content, Google matches the content with ads, and the site owner presents the combined product to their users.

The content to be displayed through these units is premium. We're running this pilot to open the door to initiate branding concepts within the Google AdSense advertising model, and you've been handpicked to be one of the few exclusive partners to help launch this program. Advertisers ready to move forward are of the highest caliber, and the value-add of supplying this content is tremendous. If successful, these efforts will become more robust, and the end results will greatly enhance the user experience on your site.

What is the video content? For the initial test, we will be using channels of video content provided by MTV Networks, such as from their Comedy Central, MTV, MTV2, The N, and Nickelodeon channels. The video content is mostly short-form clips of up to a few minutes in length.

What are the ads? For the purposes of this test, the video advertisements are provided by MTV Networks; the interstitial ads will be varying lengths (most 30 seconds or less) and shown between segments of the video content. For future syndicated video, Google will be leveraging its network of advertisers to match content to advertisement for syndicated video content.

How much money will I make? Revenue is generated on a CPM basis, by the number of views on each ad inside the content. For instance, if someone watches the first three minutes of the content, and sees two interstitial ads, you will be paid for those two views. There is no payment unless a user has seen an ad within the content.

For syndicated video, the revenues will be split three ways, between the content owner, Google, and the site owner. For the purposes of this test, Google is not disclosing the three-way revenue split. Please also understand that CPM values and expected payouts at the end of this pilot cannot be disclosed at this time.

How do I add this to my page? We will send you all necessary code amendments and modifications, which can simply be dropped-in to the source code of your page.

What is the unit size? The embedded video player is the standard IAB 336x280 & IAB 300x250 size.

Do I have to put this in a certain place on my page? You can place this unit above the fold (ATF) anywhere on your site, but keep in mind that you should try and optimize its position for playbacks.

How many impressions will I get? As this is the first experiment of this type, we are not making projections of impressions or views. This video content, however, is only available to certain sites, so there is an element of exclusivity that your users may find attractive, and may help you get new visitors.

What if I'd like to display this Flash player on the sub domain ( of a pilot approved website? Please respond to this email and let us know if this applies to your site.

Are we guaranteed to make at least as much as our ads would? For the purposes of this test, we are not making revenue guarantees or predictions. This is a new concept in Google advertising history and we have worked hard with our advertisers to secure inventory for this premium channel. Our expectation is that monetization will only improve as this channel, concept, and project becomes more built out, but until then, we're in full beta with this pilot. As such, your patience and collaboration is of extreme value to us.

Will ads be served through AdSense or will I have to implement another type of code? Ads will be served through special video player code provided for the purposes of this test, though publishers will be paid through their AdSense account.

Will Google serve the highest paying ad/content or is this a fixed unit? This is a fixed unit, serving only the MTV preferred channel content selected for your site. There is no auction of content for the purposes of this test.

Can viewers skip ad and content display? Do publishers still get paid if viewers skip ad display? Yes, viewers can skip both content and ad display. However, users must begin to watch interstitial ads to qualify an ad event/impression.

How often does the video content refresh/change? Content will likely change every three to seven days.

Will this  player/content slow down my site? No. As with Click-to-Play Video Ads, the video in this ad unit will not start buffering unless the user clicks on the play button. Publishers should not see any effect on site performance.

Do I have to reinsert the code when it changes? No. By adding the video unit to your page, the content will automatically update without your changing the code on your site.

Can I have more than one unit on my page? No, you can only have one of these video units per page.

Will the video unit be click-to-play, or initiated upon page view? The video unit will be click-to-play, meaning initiated by the user, NOT upon page view.

Will there be alternate ad capability with these video units? No. Since these video units are not standard ad units, you will only have the ability to serve this content through this pilot's unit.

Is there a separate legal agreement or will Google just serve through AdSense with the standard AdSense T&Cs? AdSense Online Standard Terms and Conditions apply to this pilot.

How long is the pilot? The pilot will span four weeks; we will provide pilot exit information prior to its completion.


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